Visitor Profiling

-This form of market analysis builds on the concept of a customer profile, using specific criteria to establish the type of people who visit a destination. -The data is determined from databases of previous and existing customers. -It is used to build a picture of a ‘typical visitor’

Length of Stay

-Gives insights to see how attractive a destination is -Tourist authorities' goal is to make visitors stay as long as possible -The longer the stay, the more money, the more local jobs, etc.

Accommodation Preference

-Type of accommodations creates clearer picture for the target market, what kind and where people stay helps a destination see what kind of people are visiting them. -Occupancy Rates: % number of rooms sold calculated against the total # of rooms available -Occupancy rates help establish customer preferences

Spending Power

-Extent to which people have money to buy products and services -Affected by disposable income and fluctuations in exchange rates. -Additional purchases such as transport and meal plans contribute to the multiplier effect in the destination. -Knowing how much spending power your target market has helps the destination plan appropriate tourism infrastructure.

Choices of Products and Activities

-Destinations want to learn more specifically about what tourism products and services appeal to customers -They want to know what activities visitors do during their stay -Destinations will try to develop authentic tourism experiences that tourists can’t find at home -Involve local people and products to strengthen authenticity of the product/service

Media Type

Media influences travel decisions. It is no longer one way as we can now interact with media with one click. TV, radio, newspaper, books, magazines, films, and the internet (including social media) can influence tourists’ decisions on the travelling -Traditional print and broadcasts with modern technology allow destinations to raise customer awareness -Organizations must figure out which media type is the most effective in order to invest appropriately in the future.

Booking Method

-Booking methods refer to the way in which a customer pays and reserves their trip. -People either book online or with a travel agent and have a variety of choices to choose from. -Basic trips are easier to plan online, while larger, complicated trips tend to be planned by travel agencies -New technology e.g. mobile travel apps makes travel booking easier and more available.